Pharmaceuticals Marketing

Ventana has built marketing models for a variety of drug classes (see other examples in our pharmaceuticals category). This video demonstrates a model distilled from several of those implementations, including nonlinearity of the outcome – meaning, for example, that optimal pricing is not independent of marketing effort, and vice versa. The model includes dynamics of patient indications and therapy and physician perceptions; in our experience, non-dynamic statistical approaches to pharmaceutical marketing are likely to be misleading.